ABSTRACT
This study is aimed at examining the influence of customer relationship management on the customer satisfaction of restaurants in Dodoma City. The sample size comprised 120 respondents. Data collection methods included an interview, questionnaire and documentary review. Data were analyzed using descriptive and inferential statistics which involved correlation analysis. Multiple regressions were used to find the relationship between Customer Relations Management (CRM) and customer‟s satisfaction. The study found that customers are satisfied by best and effective practices of customer relations management such as good employee‟s behaviour towards customers, relationship development between employees and customers‟ as well as interactions management. On the influence of CRM on customers‟ satisfaction, the results from multiple regression conducted in this study has revealed a positive relationship between different components of customer relations management and customers‟ satisfaction. Components such as employees behavior, relationship development and interaction management have been proved to be a determinant of customers‟ satisfaction, and their relationship is significant since their p values were within the required statistical value (p
KWELUKILWA, D (2021). The influence of customer relationship management on customer satisfaction: a case of selected restaurants in dodoma city.. Afribary. Retrieved from https://afribary.com/works/the-influence-of-customer-relationship-management-on-customer-satisfaction-a-case-of-selected-restaurants-in-dodoma-city
KWELUKILWA, DOMITILA "The influence of customer relationship management on customer satisfaction: a case of selected restaurants in dodoma city." Afribary. Afribary, 01 May. 2021, https://afribary.com/works/the-influence-of-customer-relationship-management-on-customer-satisfaction-a-case-of-selected-restaurants-in-dodoma-city. Accessed 28 Nov. 2024.
KWELUKILWA, DOMITILA . "The influence of customer relationship management on customer satisfaction: a case of selected restaurants in dodoma city.". Afribary, Afribary, 01 May. 2021. Web. 28 Nov. 2024. < https://afribary.com/works/the-influence-of-customer-relationship-management-on-customer-satisfaction-a-case-of-selected-restaurants-in-dodoma-city >.
KWELUKILWA, DOMITILA . "The influence of customer relationship management on customer satisfaction: a case of selected restaurants in dodoma city." Afribary (2021). Accessed November 28, 2024. https://afribary.com/works/the-influence-of-customer-relationship-management-on-customer-satisfaction-a-case-of-selected-restaurants-in-dodoma-city